Simply · B2C · creative hobby learning apps
Price each country with your own Big Mac-style index, not currency conversion
Big ARPU jump in most countries; a few didn't work and were adjusted
Workedpricinglocalization
What they did
Years ago started with the Big Mac index itself, then evolved a custom index combining purchasing power with category-specific factors (what people pay to learn an instrument or drawing). Modeled one pricing strategy for all geos, rolled it out everywhere as a test, then optimized per geo over time and revisits as the app matures and reaches new audiences.
What happened
Significant, dramatic ARPU increase in the vast majority of geos; some geos surprisingly didn't work and needed adapting.
In their words
Sub Club by RevenueCat · How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply“So, we created our own pricing index, like our own Big Mac index, similar concept that takes into account not similarly to the Big Mac, like the purchase power in that geo, but also other considerations”
“We saw significant dramatic ARPU increase. In some geos, we were surprised that it didn't work, but we had to adapt there”
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